Books like Brand Asset Management by Scott M. Davis

Marty Neumeier’s The Brand Gap offers a concise, boardroom‑oriented framework that connects brand strategy to execution through five core disciplines.

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitve advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.

"Through in-depth analyses of Genuine Brands - Hallmark Cards, Hampton Inn, Lexus, Whirlpool, Starbucks, Citibank, and Charter Club - Duane Knapp presents his unique five-step plan that any organization can follow to become a Genuine Brand in the minds of the customers. First, there is the Brand Assessment: how do your stake-holders - customers, suppliers, employees, etc. - perceive the brand? Second, BrandPromise: what should the brand uniquely promise? Third is Brand Blueprint: how will you communicate the brand? The fourth step is Brand Culturalization: how each and every employee must understand and adopt the BrandPromise. The first four steps all lead to the final step, Brand Advantage: how should the organization nurture, enhance, and innovate the brand? In addition to the case studies that demonstrate the application of each step, Knapp provides detailed process guides to simplify the process of becoming a Genuine Brand."--BOOK JACKET.

David Aaker teaches managers to build a brand portfolio strategy that aligns with business goals, offering tools for relevance, differentiation, and clarity across master brands, subbrands, and extensions.

This practitioner's guide goes beyond the basics of branding to reveal the sophisticated branding techniques implemented by some of the world's leading companies. It covers up-to-date strategies such as brand stretching and brand architecture.

How challenger brands can compete against brand leaders.

Newly updated edition of The New Strategic Brand Management offers valuable insights into contemporary brand management practices.